Branding and Repositioning Atlantic City, New Jersey

AtlanticCityFor years, Atlantic City positioned itself as “America’s Favorite Playground.” In hopes of creating a fresh image that more accurately captured the youth, energy and vibrancy of the destination, the ACCVA contracted SAG’s Creative Director, Bill Parker of Parker & Partners, to create a new logo depicting the new tagline, “Always turned on.” The resulting graphic, which put the city’s name in chaser lights, was enthusiastically embraced and quickly used in all of the ACCVA’s marketing materials.

On the heels of that success, the ACCVA once again entrusted Bill and his team to develop a nationwide direct mail campaign designed to generate leads for the ACCVA’s sales and marketing staff. The mail piece created by SAG Creative Team at Parker & Partners featured a very unique design, Atlantic City-themed post cards, traditional saltwater taffy, and a chance to win free “fam trip” accommodations. The campaign resulted in a 30% response rate, generating dozens of qualified leads for the Authority. Parker & Partners received a prestigious Impact Award from the NJ chapter of the Business Marketing Association for this project.

The following year, as security changes made business travel increasingly more difficult, Atlantic City’s location became desirable for organizations seeking to plan meetings without requiring attendees to fly. The “AC or Bust” program, created by SAG Creative Team at Parker & Partners, combined classic cars and classic music to promote Atlantic City’s state-of-the-art convention center, located within driving distance of one-third of the U.S. population. In a two-tiered direct mail campaign, meeting planners received a portable CD case with a custom graphic and a message highlighting the benefits of the Atlantic City region. The follow-up mailing was a music CD with a medley of “rock ‘n roll road tunes” to support the brand image of Atlantic City as a “drive to” destination.

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